청바지의 제품평가와 상표이미지에 관한 연구

A Study on the Product Evaluation and the Brand-Image of Jean Brand

The main purpose of this study was to examine the jean brand image according to product evaluation such as brand purchasing experience, perceived quality, perceived value and purchasing intention. In addition, brand awareness, brand preference, brand satisfaction after purchasing were also investigated. The questionnaire was distributed to 500 high school students and undergraduate students. Data from 430 respondents were analyzed using Descriptive statistics, Frequency, percentage, t-test. The results were as follows : 1. Brnad-awareness ranked highly in the Bang-Bang and displayed following ranks as GUESS, Levi’s, Lee. C.K, GET USED, OPT. M.F.G. 2. Brnad-preference ranked highly in the Levi’s and displayed following ranks as GET USED, OPT, GUESS, C.K, Lee, M.F.G, Bang-Bang. 3. Brand-image evaluative attributes were significantly different between brand experience group and non-experience group except price at more than the level of p≤.05. 4. Brand-image evaluative attributes affected to partially perceived quality, perceived value, purchasing intention at more than the level of p≤.05. 5. Brand-awareness significantly correlated with brand-preference, perceived quality, perceived value, purchasing intention and purchasing experience at more than the level of p≤.01. Brnad-preference significantly correlated with relationship to perceived quality, perceived value, purchasing intention at more than the level of p≤.05. Percevied quality significantly correlated with perceved value and purchasing intention at the level of p≤.05. But Purchasing experience negative correlated with brand-preference, perceived quality, perceived value, purchasing intention.